Shinsegae Food No Brand Burger's 'No Chicken Nugget' Sells Out 100,000 Units in 1 Month

Sold at 3 Times Faster Speed Than Expected
200,000 Additional Units Sold, Price 2,900 Won

[Asia Economy Reporter Lim Hye-sun] Shinsegae Food's No Brand Burger announced on the 6th that its plant-based nugget "No Chicken Nugget," launched last month, surpassed cumulative sales of 100,000 units within just one month.

No Brand Burger's "No Chicken Nugget" has been sold at an average of about 3,000 units per day across more than 90 stores nationwide since its release on the 1st of last month, selling out 100,000 units in just one month. This sales volume is three times faster than Shinsegae Food's expectations. Initially, Shinsegae Food aimed to sell 100,000 units over three months when launching the "No Chicken Nugget."

A Shinsegae Food official explained, "With the spread of the meaning-out trend (choosing products based on values or beliefs), interest in plant-based meat is increasing. Among the MZ generation who have tried the 'No Chicken Nugget,' word of mouth has spread through social networking services that its taste and texture are almost identical to real chicken, gaining positive responses."

Additionally, Shinsegae Food differentiated itself in the domestic plant-based meat market, which is mainly focused on beef alternatives, by introducing a chicken-based plant meat. In fact, per capita chicken consumption in Korea was only 6.9kg in 2000 but showed the highest growth rate among meats, reaching 14.8kg in 20 years. However, the development of plant-based chicken meat has been slow. The reasonable price of 2,900 KRW also had a positive effect.

Riding on this popularity, Shinsegae Food secured raw materials for 200,000 units of "No Chicken Nugget," which initially targeted sales of 100,000 units, and started additional sales at all No Brand Burger stores from the 4th.

Meanwhile, Shinsegae Food's No Brand Burger "No Chicken Nugget" is made using Mycoprotein from the UK plant-based meat brand QUORN. Mycoprotein, a protein extracted from microorganisms, has a fibrous structure similar to chicken breast and provides a similar texture when chewed. It is widely used as the main ingredient in chicken meat alternatives in Europe. Shinsegae Food added flavors favored by Koreans to the Mycoprotein to create a taste similar to commercially available chicken nuggets.